摘    要

在互联网应用与信用卡业务如此发达的今天，电子商务在全球范围内正蓬勃发展。中国电子商务市场上的新手企业“淘宝”事业蒸蒸日上，资深企业“易趣中国”却不断走下坡路。作为一个知己知彼的本土企业，“淘宝”深谙中国商场之道，对国内消费人群的消费习惯了若指掌。而“易趣中国”是一个来自美国的洋企业，在美国市场上一马平川，然而同样的运作模式搬到中国却行不通。究其原因，就在于中美网络电子商务文化的差异。
本论文以消费者行为学理论为基础，以霍夫斯泰德的文化维度理论为指导，运用案例分析法，致力于研究中美网络电子商务文化的差异。文章首先阐述了“淘宝”和“易趣中国”在中国的发展情况，然后以消费者行为学中的消费者决策过程理论分类，对“淘宝”和“易趣中国”进行对比，指出“易趣中国”未进行本土化而导致在中国市场上失败，进而深入研究中美文化的差异，中国是一个集体主义、高不确定性回避、长期观念导向型社会；而美国是一个个人主义、低不确定性回避、短期观念导向型社会。中国人强调个体之间的紧密联系、规则导向、长期忠诚会带来丰厚的回报；美国人强调个性及个人权利在社会中是头等重要的、对于不确定情况有更高的容忍度及适应力、不强调传统和承诺。将这些特征应用在电子网络消费文化上，中国人、美国人又体现出不同的倾向。
本文不仅是对跨国企业本土化文献的补充，也为在中美网络电子商务市场上的企业提供中美文化方面的参考。

关键词：电子商务，中美文化差异，淘宝，易趣中国，本土化

Abstract

E-commerce is flourishing all around the world currently, when internet application and credit cards business are highly developed. The active company in Chinese e-commerce market—the green hand Taobao—became more and more prosperous while the professional eBay went downhill. As a local company knowing the whole situation of Chinese online market, Taobao is quite familiar with Chinese consuming culture. On the contrary, eBay, a successful American company, suffers failure repeatedly with a marketing mode mechanical copied from the U.S. The reason lied in the differences of Chinese and America e-commerce culture.
With the theory of consumer behavior as foundation, the Hofstede’s model of cultural dimensions as guidance, and case studying as methodology, this thesis dedicated to analysis the differences of Chinese and American e-commerce culture. In the beginning, the thesis expounds the situation of Taobao and eBay in Chinese market. After that, are comparisons between Taobao and eBay from perspective of consumer decision-making process, and indications of the reason why eBay failed in Chinese market is the adoption shortage of localization strategy. And the differences of Chinese and American e-commerce culture are followed soon afterwards. China is a collectivistic, high uncertainty avoidance, long-term oriented society; the U.S. is a individualistic, low uncertainty avoidance, short-term oriented society. Chinese emphasis on rules, the relationship between individual and group, and long-term loyalty that may bring a good reward; Americans emphasis on the importance of individuals, the tolerance to uncertainty, and ignorance of traditions and promises. To apply these features in e-commerce culture, Chinese and Americans have different inclinations.
This thesis is not only a supplement to literatures on localization of multinational companies, but also a reference of Chinese and American cultures for companies in Chinese and American e-commerce market.

Key words: e-commerce, Chinese-American culture, Taobao, eBay, localization